From data to dancefloors: Unlock’s full program dives into how brands build trust and culture

Mumbrella’s 24-hour economy event Unlock has new sessions for the 30 October program, exploring how brands can shape culture, customer experience and connection across the 24-hour economy.

“How DiDi turned data into dancefloors” sees DiDi ANZ and Universal Music’s creative agency Bring unpack the DiDi Kick Ons campaign, a series of after-hours music pop-ups that turned late-night mobility data into cultural moments. The case study will explore how the partnership re-energised Sydney’s nightlife, boosted venue footfall, and shows how marketers can think like artists to create experiences, not just ads.

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Rounding out the program, a panel titled “Does Sydney have a brand problem – and can brands help fix it?” will bring together Matt Jones, Four Pillars Gin co-founder and chair of Business Advisory Panel for the City of Sydney and Alice Ellis, Time Out Australia’s editor-in-chief.

The pair will debate whether Sydney’s brand challenge centres on a lingering reliance on the “sun, surf and Harbour” narrative, combatting the perception that the city shuts down early, or the need to rebuild local engagement and confidence to fully realise the potential of its 24-hour economy. The discussion will also examine how media narratives could drive the city’s cultural identity and economic growth.

In a session discussing how brands can build trust in the age of overwhelm, Neil Ackland (ex-Junkee, Ooh! Media), Ben Liebmann (Understory, formerly Noma) and Vanessa Denis (Martin Place Precinct) will examine how brands can move beyond discoverability to become curators and trusted guides for customers.

The session looks at food culture, placemaking and storytelling as forms of cultural curation that help audiences navigate choice and increase discretionary spending.

Also joining the program is a session, Connected After Dark which explores how brands can engage diverse audiences and unlock growth in Sydney’s 24-hour economy, unpacking the intersection of media, placemaking, and brand impact. The discussion will examine why marketers must look beyond the 9 to 5 to capture share of voice, share of spend, and long-term brand recall, and how out-of-home media plays a pivotal role in driving cultural visibility, wayfinding, and vibrancy at night, with learnings from up and coming cultural precinct Burwood. The presentation features Essie Wake, chief marketing officer, JCDecaux, and Lucy Fisher, head of brand for convenience retailer 7-Eleven.

Unlock takes place on Wednesday, 30 October, spotlighting how brands, partnerships and creators are powering and shaping Australia’s 24-hour economy. Tickets are on sale now.